14: Communication Strategies for Health Promotion and Disease Prevention

At the end of the chapter, the reader will be able to:
1. Define concepts related to health promotion and disease prevention.
2. Identify national agendas for health promotion and disease prevention.
3. Apply conceptual frameworks to health promotion actions.
4. Analyze evidence for health promotion and disease prevention strategies for individuals.
5. Evaluate health promotion and disease prevention strategies at the community level.
Health promotion can refer to international level policy issues or to policies within a community that raise awareness of healthy lifestyle behaviors (RHIhub, 2018). It can also be applied to individual nurse–patient interventions and communications, which will be the focus of this chapter.
An overarching goal of Healthy People 2030 is promotion of quality of life and healthy development and behaviors across all stages of life (U.S. Dept. of Health & Human Services, 2020). This chapter focuses on concepts affecting nursing roles in achieving specific health promotion and disease prevention. Underlying barriers are also explored. Underlying causes of health problems are increasingly recognized as a matter of concern. However, many nurses underutilize opportunities to provide our patients with health promotion concepts (Iriarte-Roteta et al., 2020).

Basic Concepts

Definitions

Health is the ability to function and to experience well-being. Factors such as genetics, environment, economics, and societal conditions influence our health status, as do factors such as healthcare availability and our educational level. Health is considered by many to be a fundamental human right (United Nations, 2021).
Health promotion is defined as the process in which a person takes control of their own health.
Well-being is personal satisfaction in six dimensions: intellectual, physical, emotional, social, occupational, and health.
Health promotion activities are lifestyle activities that promote optimum health. Fig. 14.1 lists critical elements of health and well-being. Activities include the following:
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Figure 14.1  Critical elements for maintaining health and well-being.

A flowchart shows Healthy lifestyle leads to resilience followed by well-being as follow:• Healthy lifestyle: Eating well, staying active, getting adequate sleep, managing stress, building supportive relationships, and nurturing the spirit.• Resilience: Self-efficacy, support system, strong faith, and sense of purpose.• Well-being: Personal satisfaction, sense of feeling healthy, positive energy, and at peace with self and others.

Case Study
Bele Chase Fears Vaccination
A nurse injects an injection into the lateral upper arm of an elderly patient while interacting with her.
From James Gathany, Centers for Disease Control and Prevention [CDC], 2009.
Mrs Chase, age 70, tells you she spent a year in lockdown during the recent pandemic and really wanted to be able to visit her grandchildren. However, she now fears flying and exposing herself to possible disease. Diane Gibb, FNP, is her longtime nurse practitioner with an established trusting relationship. She explains the efficacy of immunization and recommends the procedure, explaining dosage and possible mild side effects. Diane tells Ms Gibb that she herself has been immunized and would recommend it to her mother for her protection.

Theoretical Concepts in Health Promotion

While experts stress the need to look beyond individual patients to promote community and corporate policies, nurses primarily deal with helping patients change unhealthy behaviors. Pender’s health promotion model, Prochaska’s transtheoretical model, Bandura’s social learning theory, and the disease prevention epidemiological models are useful frameworks to guide health promotion strategies and help us understand the individual’s choices in health behavior.

Pender’s Health Promotion Model

Nurses use Nola Pender’s health promotion model to understand what motivates people to engage in specific health behaviors (Pender et al., 2011). As shown in Fig. 14.2, this focuses on three areas: characteristics and experiences of individuals; their behavior-specific cognition and affect; and behavioral outcomes. In Pender’s view, health is a dynamic process affected by personal factors, social support systems, and situational variables. The patient’s belief about the degree to which they believe their actions can affect health outcomes needs to be considered, a concept known as self-efficacy. Perceived barriers to action have an impact of the patient’s willingness to try to change their health-related behaviors.
Nurses can help patients modify unhealthy behaviors, but their capacity to change depends on what they believe about their illness, the seriousness if it, and their belief in the extent to which their own actions can produce positive outcomes. Nurses assess the degree of value patients place on their good health. Simulation Exercise 14.1 provides practice applying Pender’s model. Pender’s model identifies perceived benefits, barriers, and ability to take action related to health and well-being as important components of people’s health decision-making.
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Figure 14.2  Pender’s revised health promotion model. From Pender, N., Murdaugh, C., & Parsons, M. (2011). Health promotion in nursing practice (6th ed., p. 45). Upper Saddle River, NJ: Prentice Hall.

A flowchart shows Pender’s revised health promotion model as follows:• Individual characteristics and experiences: Prior related behavior and personal factors (biological, psychological, and socio-cultural).• Individual characteristics and experiences lead to behavior-specific conditions and affect.• Behavior-specific conditions and affect: Activity-related affect leads to perceived self-efficacy, perceived barriers to action, and perceived benefits of action; interpersonal influences (family, peers, providers) Norms, support, models; situational influences (options, demand characteristics, aesthetics). • Behavior-specific conditions and affect, interpersonal influences, and situational influences leads to commitment to a plan of action • Behavioral outcome: Interpersonal influences, situational influences, and immediate competing demands (low control) and preferences (high control) leads to health-promoting behavior.

Table 14.1

Prochaska’s Stages of Change With Suggested Approaches and Sample Statements Applied to Alcoholism
Stage Characteristic Behaviors Suggested Approach Sample Statement
Precontemplation Patient does not think there is a problem; is not considering the possibility of change. Raise doubt; give informational feedback to raise awareness of a problem and health risks. “Your lab tests show liver damage. These tests can be predictive of serious health problems and premature death.”
Contemplation Patient thinks there may be a problem; is thinking about change; goes back and forth between concern and unconcern. Tip the balance; allow open discussion of pros and cons of changing behavior; build motivation for change; help patient justify a positive commitment. “It sounds as though you think you may have a drinking problem but are not sure you are an alcoholic. What would your life be like without alcohol?”
Preparation Patient decides there is a problem and is willing to make a change: “I guess I do need to stop drinking.” Help the patient choose the best course of action for resolving the problem. “What kinds of changes will you need to make to stop drinking? Most people find Alcoholics anonymous (AA) helpful as a support. Have you heard of them?”
Action Patient engages in concrete actions to effect needed change. Help the patient take active steps to resolve health problem; review progress; give feedback. “I am impressed that you went to two AA meetings this week and have not had a drink either. What has this been like for you?”
Maintenance Patient perseveres with positive behavioral change. Help the patient identify and use strategies to sustain progress; point out positive changes; accept temporary setbacks and use steps in preparation phase if needed. “It’s hard to let go of old habits, but you have been abstinent for 3 months now, and your liver tests are significantly improved.”

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Prochaska’s Transtheoretical Model for Change

This model is also called the Stages of Change Model. It is a decision-making model developed in the 1970s exploring the individual’s motivational readiness to intentionally change their behaviors and health habits (Prochaska & Norcross, 2013). Stages of readiness range from lack of acknowledgment of the problem to the taking of constructive actions to correct unhealthy behaviors. It employs cognitive and affective processes. By the last stage, the person has no desire to return to their former (unhealthy) behavior. Small changes are rewarded to reinforce the new behavior. Table 14.1 presents Prochaska’s model with suggested approaches for each stage and corresponding sample statements. Simulation Exercise 14.2 provides an opportunity to work with Prochaska’s transtheoretical model.

Bandura’s Social Learning Theory

Albert Bandura’s (1997) social learning theory proposes that humans observe and then copy a new behavior in a reciprocal interaction. According to Bandura, a person does not learn a new behavior by simply trying it out. Instead, they replicate the actions of others who serve as models. A big contribution to the study of health promotion is the concept of self-efficacy. Self-efficacy is defined as a personal belief in one’s ability to execute the actions required to achieve a goal. It represents a powerful mediator of behavior and behavioral change. Self-efficacy and motivation are reciprocal processes. Increased self-efficacy strengthens motivation, which, in turn, increases an individual’s capacity to complete the learning task.
As a nurse, you might combine aspects of these theories, relating them to something your patient values to move the change process along toward achieving the desired outcome, such as in the Francis Cox case.

Case Study
Francis Cox and Louise Kelly, RN
Louise Kelly, RN, has a meeting with her patient Mr Cox, age 47, who is diagnosed with chronic obstructive pulmonary disease (COPD). Ms Kelly expresses concern that Mr Cox continues to smoke, further damaging his lungs. “I notice you are having more difficulty breathing. If you stopped smoking it would preserve the healthy lung tissue areas (physical motivator) and maybe you wouldn’t have as much trouble breathing. I bet your grandson would appreciate it if you were able to take him fishing as you said (social motivator).”
Discussion: The intent of this intervention was to help remind the patient about possible outcome of changing his smoking (unhealthy) behavior. If Mr Cox notices he is coughing less after giving up cigarettes, this perception could act as another internal motivator to maintain abstinence.

Disease Prevention Epidemiological Framework

There are several disease prevention frameworks concerned with risk and protective factors associated with specific diseases. Nurse can use case finding to identify risk factors in individuals, families, or communities. The goal is to prevent or delay the onset of disease or to manage progression to disability. Health promotion and disease prevention, with special attention to the underlying causes of a health problem, is increasingly recognized as a reimbursable, essential component of comprehensive healthcare. Regular health screenings can identify emerging treatable health problems such as osteoporosis, high blood pressure, or glaucoma.
Protective factors are defined as circumstances, resources, and personal characteristics that delay the emergence of chronic disease or lessen its impact. Although protective factors do not guarantee a life free of serious illness or early death, they play a significant role in helping patients improve their health and quality of life. Examples of protective factors include developing a healthy lifestyle, getting daily exercise, eating a healthy diet, having annual medical checkups, increasing the number of available support systems, obtaining health insurance, and so on. Health education, social marketing, and screening services help people to become aware of health risk factors.
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Figure 14.3  The national prevention strategy. From National Prevention Council, U.S. Department of Health and Human Services, Office of the Surgeon General. (2011). National prevention strategy. Washington, DC: U.S. Department of Health and Human Services, Office of the Surgeon General.

A wheel shows national prevention strategy as follows:• Outer circle is marked: Healthy eating, active living, mental and emotional well-being, reproductive and sexual health, preventing drug abuse and excessive alcohol use Injury- and violence-free living, and tobacco-free living.• Middle circle is divided into 4 parts as follows: Healthy and safe community environments, clinical and community preventive services, elimination of health disparities, and empowered people.• Core is marked: Increase the number of Americans who are healthy at every stage of life.

Global and National Health Promotion Agendas

The World Health Organization’s (WHO) global agenda is guided by a series of reports including The Ottawa Charter for Health Promotion (WHO, 1986), The Jakarta Declaration of the fourth International Conference on Health Promotion (WHO, 1997), and the Shanghai Declaration on Promoting Health in the “2030 Agenda for Sustainable Development” (WHO, 2018).

Social Determinants of Health

Societal and community systems interacting with personal factors impact health over time. Individuals incorporate norms and values from social networks often without conscious reflection. Economic factors and political policies affect the availability.

Health Disparities

Causes

Social determinants associated with health disparities include lack of adequate health insurance, social isolation, cultural factors, access and availability of services, finances, lack of knowledge or education, food or job security, language barriers, health literacy, and poverty. Social determinants critically affect health, morbidity, and mortality. The elimination of health disparities is a primary objective of our nation’s public health agenda and a central focus of the National Center for Minority Health and Health Disparities within the National Institutes of Health.

Nurse Role

Except for our function educating patients, we nurses seem to have a lack of clarity about what constitutes our responsibility in social policies that underpin health disparities. Broadly our mission could include action to
Topic areas proposed to achieve these goals identify the population focus of attention. Objectives are organized in three categories—interventions, determinants, and outcomes. Healthy People 2030 reinforces the importance of social determinants as critical antecedents that influence health and well-being.

Case Study
Mary Noland
Mary Nolan knows that walking will help diminish her risk for developing osteoporosis, but the threat of potentially having this problem in her 60s is not sufficient to motivate her to take action in her 40s. Mary does not feel any signs or symptoms of the disorder, and it is easier to maintain a sedentary lifestyle. To create the most appropriate learning conditions and types of teaching strategies, the nurse will have to understand Mary’s value system and other factors that influence Mary’s readiness to learn. To remain healthy, Mary will have to effect positive change in her health habits.

Disease Prevention

Developing an Evidence-Based Practice
Obesity, especially in children, has tripled in the last 50 years. Obesity adversely affects health and increases healthcare utilization (Bomberg, 2021). Obesity is usually measured by body mass index (BMI). Brown and associates at Cochrane Database have done a metaanalysis of 110 studies examining interventions to prevent obesity. Most studies reduced dietary intake of sugar. The World Health Organization (WHO) developed a concept called “health tax” encouraging countries to pass legislation taxing consumer items with high sugar content such as soft drinks as well as taxing alcohol and tobacco. When two British studies modeled potential effects of a 20% tax on sugar sweetened drinks, they predicted obesity would decrease by 1.3% (Briggs, 2013; Scheelbeck, 2019).
Results
Brown’s analysis showed study evidence which determined that controlled diet with increased physical exercise resulted in less obesity than in control groups without such interventions. The WHO website lists many countries assessing “health taxes” resulting in increased government revenue and decreased consumer consumption. However, they do not list supporting evidence, nor do they discuss countries where such taxes failed. Anecdotally, we know New York City was unable to sustain such a tax in the face of citizen complaints. Whether health taxes on sugar products affect long-term health is unknown.
Strength of Research Evidence: Low
Application to Your Clinical Practice
References
Bomberg, E. M., Addo, O. Y., Sarafoglou, K., & Miller, B. S. (2021). Adjusting for pubertal status reduces overweight and obesity prevalence in the United States. The Journal of Pediatrics, 231, 200–206.e1.
Briggs, A. D. M., Mytton, O. T., Kehlbacher, A., Tiffin, R., Rayner, M., & Scarborough, P. (2013). Overall and income specific effect on prevalence of overweight and obesity of 20% sugar sweetened drink tax in UK: Econometric and comparative risk assessment modeling study. British Medical Journal, 347, f6189.
Scheelbeek, P. F. D., Cornelsen, L., Marteau, T. M., Jebb, S. A., & Smith, R. D. (2019). Potential impact on prevalence of obesity in the UK of a 20% price increase in high sugar snacks: Modelling study. British Medical Journal, 366, I4786.
preventing the risk of future disease, disability, and premature death. Three tiers of prevention—primary, secondary, and tertiary—offer a continuum of disease prevention focus.

Applications

Providing Health Education for Health Promotion

Community-based interventions can be formally presented through patient education, screening programs, and social media. Choosing topics of interest to high-risk populations might include screening for disease common among certain population groups. Nurses can be influential in helping communities to create supportive health environments. For example, nurses can serve on health-related community advisory committees and provide relevant discussions regarding care and funding. The provision of health fairs for area schools or community groups is another avenue nurses can use to support health promotion and disease prevention at the community level.
Common examples of general health promotion include developing a healthy lifestyle, good nutrition, regular physical activity, adequate sleep patterns, and stress reduction. But in addition to these desired outcomes, engaging in meaningful health promotion activities supports the development of patient autonomy, personal competence, and social relatedness.
Formal and informal instruction can focus on condition-specific topics. A wide variety of topics lend themselves to a health promotion focus. A sampling includes the following:

Motivational Interviewing

MI is “theoretically congruent” with the transtheoretical model of behavior change. A motivational intervention encompasses a patient’s values, beliefs, and preferences incorporated into relevant functional abilities and learned skills. Motivation is seen as a state of readiness rather than a personality trait. An overarching goal of individuals who need to improve their health is to develop a better health-related quality of life. To achieve this goal, people must want to change behaviors that compromise their health.
Treatment for many chronic diseases such as cancer, heart disease, asthma, diabetes, and arthritis often requires significant ongoing lifestyle changes. Patients are charged with taking a much more active role in designing and implementing the sometimes significant lifestyle changes that are required to live a purpose-filled life while coping with chronic illness. MI is a useful strategy in dealing with ambivalent patients who must make significant lifestyle changes.
The person must believe that success is “achievable” with his/her personal efforts and/or resources. The decision to change, the choice of goals, and the commitment to developing new behaviors is always under the patient’s control.
Readiness to change can be influenced. Nurses can better understand and influence a patient’s deeper perception of a problem through Socratic questioning. This type of questioning allows nurses to point to discrepancies between a patient’s goals or values and his or her current behaviors without argument or direct confrontation. MI helps patients address resistance and ambivalence about making health-related lifestyle changes in a nonjudgmental environment. Therapeutic strategies center on resolving problem behaviors, increasing committed collaboration, and joint decision-making.

Case Study
Mr White Wants to Be Discharged
Mr White: “I’m ready to go home now. I know once I get home, that I’ll be able to get along without help. I’ve lived there all my life and I know my way around.”
Nurse Brook: “I know that you think you can manage yourself at home. But most people need some rehabilitation after a stroke to help them regain their strength. If you go home now without the rehabilitation, you may be shortchanging yourself by not taking the time to develop the skills you need to be independent at home. Is that something important to you?”
MI is an intervention in which the nurse uses empathetic exploration to help a patient become aware of discrepancies in their behavior that are hurting their health and well-being. This exploration is coupled with teaching them new skills to achieve more healthy life goals.
Negotiating behavior change is conceptualized as a shared endeavor in which both patient and provider examine the patient’s potential and willingness to change destructive health behaviors. When motivational strategies match an individual’s readiness to change, this match increases the likelihood of positive intentional behavioral lifestyle changes.
There are two phases of MI. The first phase focuses on mutually exploring and resolving ambivalence to change as a collaborative endeavor. This is accomplished through weighing the pros and cons of the current situations and the actions one would have to take to make change possible. With the patient in charge of determining change activities, the second phase emphasizes strengthening and supporting the patient’s commitment to change based on the patient’s choice and capacity for change.

Case Study
Janet Chico
Janet is a 77-year-old woman with osteoporosis. She is health conscious and walks regularly to build bone strength. She wears a weighted vest to increase her workout strength and recently upped this weight to 15 pounds without consulting her physician. This change caused pain, and Janet was advised to decrease the weight. In this case, the concept of bone strengthening was appropriate, but its application had become inappropriate.
When a patient begins to tell you about his or her personal health habits, you can reflect on the relevant details and ask for clarification. The purpose of the dialog is to deepen the patient’s understanding. Use empathy in your responses. For example, “It sounds like you have been having a tough time and not getting a lot of support.”
Open-ended questions allow patients the greatest freedom to respond. Asking a patient if he regularly exercises may yield a one-sentence answer. Inviting the same patient to describe his activity and exercise during a typical day and what makes it easier or harder for him to exercise can provide stronger data. Potential concerns and inconsistency with values, preferences, or goals are more readily identified.
Patient and family perspectives on disease and treatment are not necessarily the same as those of their healthcare providers. For example, you may think that an emaciated or an obese woman would be worried about her weight and would want to modify it because she values the way she looks. On the other hand, her culture or family values and traditions may be in conflict with making significant behavioral changes. Until the patient can understand a health-related value for making a change, she will not put serious effort into doing so. This level of data allows nurses to tailor interventions based on the patient’s readiness to change and the availability of a support system.
As patients progress to the contemplative stage, nurses provide coaching guidance, information, and practical support to help them consider different choices and potential solutions. The pros and cons of each possible choice are explored. Empathy for the challenges faced by the patient and affirming the patient’s reflection process encourages patients to consider alternative options and to choose the most viable among them. A critical component of MI is acceptance of the patient’s right to make the final decision and the need for the clinician to honor the patient’s right to do so.
In the preparation stage, your role is to help patients establish realistic goals and develop a plan for achieving them. Goals should be realistic, patient-centered, and achievable. For example, the goal of losing 10 pounds in 3 months sounds more doable than a goal to simply losing weight (too vague) or losing 75 pounds (potentially overwhelming). Incremental goals build a sense of confidence, as the patient sequentially meets them.
Personalizing goals and treatment plans for your patients is critical. Each patient has a unique life situation, support system, and way of coping with problems. Unhealthy habits are cumulative and hard to break. Work with patients to monitor their progress, offering suggestions, revising goals or plans when needed, and reminding patients of progress made. It is useful to help patients proactively identify potential obstacles and to anticipate the next steps. You can offer additional suggestions, empathize or commend patient efforts, and revisit actions from the preparation stage if goals need revision. For example, you could say, “You have really worked hard to master your exercises” or “I’m really impressed that you were able to avoid eating sweets this week.” Availability to help patients solve problems or rethink plans, if needed, is also key.

Empowerment Strategies

We distinguish between empowerment as a goal in having control over the determinants of one’s quality of life and as a process in which one has control over problem formulation, decision-making, and the actions one takes to achieve relevant health goals. Patient empowerment takes place through clinician-initiated patient-centered care approaches and through actions patients take on their own initiative.
As a process strategy, empowering people to take the initiative with their own health and well-being supports a person’s ability to maintain his or her role as a functioning adult and facilitates the self-management of chronic disorders, as in the Yon case.

Case Study
Mrs Yon’s Poststroke Status
Mrs Yon had a stroke a month ago. She began learning how to dress herself. At first, she took an hour to complete this task, but with guidance and practice, she eventually dressed herself in less time. Her home health nurse could have done it for her in only a few minutes but realized Mrs Yon needed to do it herself.

Empowerment Through Social Support

Health-related support groups in the community are available for a wide variety of diagnoses, providing relevant information, direct assistance, referral to appropriate resources, and the opportunity to simply interact with others experiencing similar challenges. For example, the Alzheimer’s Association (for Alzheimer disease and related disorders) holds regularly scheduled support groups in most major locations to assist family members. Community-based cancer support groups provide valuable information and support for many common cancer diagnoses. Educational and referral supports enable patients and families to learn the skills they need to effectively manage chronic conditions and to live healthy lives.

Health Promotion as a Population Concept

Community is defined as a group of citizens that have either a geographic, population-based, or self-defined relationship and whose health may be improved by a health promotion approach. The community offers a natural social system with special significance for facilitating health promotion activities, particularly for people who are economically or socially disadvantaged. It is difficult to change attitudes and lifestyles to promote health when a patient’s social or economic environment does not support prevention efforts.
Before starting a community engagement effort
For engagement to occur, it is necessary to
For engagement to succeed,
  1. • Partnering with the community is necessary to create change and improve health.
  2. • All aspects of community engagement must recognize and respect the diversity of the community. Awareness of the various cultures of a community and other factors of diversity must be paramount in designing and implementing community engagement approaches.
  3. • Community engagement can be sustained only by identifying and mobilizing community assets and strengths and by developing the community’s capacity and resources to make decisions and take action.
  4. • Organizations that wish to engage a community as well as individuals seeking to effect change must be prepared to release control of actions or interventions to the community and be flexible enough to meet the changing needs of the community.
  5. • Community collaboration requires long-term commitment by the engaging organization and its partners.
Health promotion activists recognize the community as their principal voice in promoting health and well-being. Health promotion represents a multidisciplinary approach, also inclusive of health education, public health, and environmental health. Health promotion strategies are relevant in clinics, schools, communities, and parishes; they can be introduced during many aspects of routine care in hospitals.

PRECEDE–PROCEED Model

The PRECEDE–PROCEED model is a community education structural framework for designing, implementing, and evaluating community-based health promotion. Developed by Green and Kreuter (2005), this model consists of two components. The PRECEDE dimension refers to the assessment and planning components of the program. The acronym PRECEDE stands for the predisposing, reinforcing, and enabling factors contributing to the educational/organizational diagnosis, which are directly addressed in the proceed component. Behavioral factors that can affect the success of the PRECEDE–PROCEED model are presented in Table 14.2.
Nurses also determine population needs and establish evaluation methods in the PRECEDE phase. Evaluation is a continuous process that begins when the program is implemented and is exercised throughout the educational experience. Sufficient resources, knowledge about target populations, and leadership training are part of an essential infrastructure needed to support health promotion approaches in the community.
A sustainable educational model needs political, managerial, and administrative supports for full implementation of a community-based approach to health promotion and disease prevention. Green later added the PROCEED component (policy, regulatory, organizational constructs in educational and environmental development). This component considers critical environmental and cost variables such as budget, personnel, and critical organizational relationships as part of the implementation phase. Having resources in place and assessing their sustainability is important in successful health promotion programs, although it is not always thought through in the planning phase. Components of the PRECEDE–PROCEED model are presented in Table 14.3.

Table 14.2

PRECEDE–PROCEED Model: Examples of PRECEDE Diagnostic Behavioral Factors
Factors Examples
Predisposing factors Previous experience, knowledge, beliefs, and values that can affect the teaching process (e.g., culture and prior learning)
Enabling factors Environmental factors that facilitate or present obstacles to change (e.g., transportation, scheduling, and availability of follow-up)
Reinforcing factors Perceived positive or negative effects of adopting the new learned behaviors, including social support (e.g., family support, risk for recurrence, and avoidance of a health risk)
As with all types of education and counseling, learners need to be actively engaged in goal setting and developing action plans that have meaning to them. The healthcare system is complex and requires a new level of patient decision-making.
Choosing the right strategies requires special attention to the learner’s readiness, capabilities, and skills. Box 14.1 presents strategies in health promotion counseling. Evaluation of health promotion activities is essential. In addition to evaluating immediate program effects, longitudinal evaluation of the impact of health promotion activities on morbidity, mortality, and quality of life is desirable. Keep in mind that what constitutes quality of life is a subjective reality for each patient and may differ from person to person.

Health Promotion Models for Community Empowerment

Table 14.3

PRECEDE–PROCEED Model Definitions
Phase Definition
PRECEDE Components
  • 1. Social diagnosis
People’s perceptions of their own health needs and quality of life
  • 2. Epidemiological diagnosis
Determination of the extent, distribution, and causes of a health problem in the target population
  • 3. Behavioral and environmental diagnosis
Determination of specific health-related actions likely to affect a (behavioral) problem; systematic assessment of factors in the environment likely to influence health and quality-of-life (environmental) outcomes
  • 4. Educational and organizational diagnosis
Assessment of all factors that must be changed to initiate or sustain desired behavioral changes and outcomes
  • 5. Administrative and policy diagnosis
Analysis of organizational policies, resources, and circumstances relevant to the development of the health program
PROCEED Components
  • 6. Implementation
Conversion of program objectives into actions taken at the organizational level
  • 7. Process evaluation
Assessment of materials, personnel performance, quality of practice or services offered, and activity experiences
  • 8. Impact evaluation
Assessment of program effects of intermediate objectives inclusive of all changes as a result of the training
  • 9. Outcome evaluation
Assessment of the teaching program on the ultimate objectives related to changes in health, well-being, and quality of life

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Adapted from Green, L., & Kreuter, M. (2021). Health program planning: An educational and ecological approach (5th ed.). New York: McGraw-Hill.

Case Study
Jonathan Jones
Jonathan is a 14-year-old adolescent recently discharged from a mental health unit. This was his fourth admission over an 18-month period. Mrs Jones assumed responsibility for seeing that he took his medications as directed and knew the names of his medications and faithfully monitored his taking of them. But Jonathan’s behavior began to deteriorate again. At one of Jonathan’s follow-up visits, the nurse asked him to show her the meds he was on, and how he was taking them. It turned out that Jonathan’s mother could not read, got the meds mixed up, and was administering the daily med three times a day and the thrice daily medication once daily.

Developmental Level

Developmental level affects both teaching strategies and the delivery of content. You will have patients at all levels of the learning spectrum with regard to their social, emotional, and cognitive development.
Developmental learning capability is not necessarily age-related; it is easily influenced by culture and stress. Social and emotional development does not always parallel cognitive maturity or literacy. Mirroring the patient’s communication style and framing messages to reflect cultural characteristics help improve comprehension and understanding. Parents and other family members can provide information about their child’s immediate life experiences and suggest commonly used words to be incorporated into the nurse’s health teaching.

Incorporating Cultural Understandings

Cultural understandings add to the complexity of health promotion strategies in healthcare. Values, norms, and beliefs are an integral part of a person’s self; they influence individual and community lifestyles and health perceptions. Respecting a patient’s cultural values increases a patient’s trust of individual care providers. Eliciting and integrating explanatory information regarding health and illness into health teaching promotes better understanding and greater acceptance of health promotion and disease prevention recommendations. Cultural sensitivity includes knowledge of the preferred communication styles of different cultural groups.
Nurses participate routinely in community health promotion and disease prevention activities. They have an ethical and legal responsibility to maintain the expertise and interpersonal sensitivity required to promote effective patient learning.

Summary

This chapter focuses on communication strategies nurses can use to help people increase understanding of how they can increase health promotion activities. National and global agendas over the past decade reinforce the importance of developing public health policies to create supportive health environments. Specific attention to reducing health disparities, negative social determinants through strengthened community action for health, and increased access for all is advocated. Optimal health and well-being are considered the desired outcomes of health promotion activities.
Health promotion frameworks were presented. Pender’s health belief model identifies perceptions of benefits, barriers, and ability to take action related to health and well-being as components of the individual’s willingness to engage in health promotion activities.
Prochaska’s transtheoretical model is used to explore a person’s readiness to intentionally change his or her health habits.
Bandura’s social learning theory explores the role of self-efficacy in empowering patients to use health promotion and disease prevention recommendations to take better care of their health. The epidemiological model was used to demonstrate that health promotion can occur at any level of health status.
Community-based interventions are critical in addressing broader causal influences on health, referred to as social determinants.

Ethical Dilemma
What Would You Do?
Jack Marks is a 16-year-old adolescent who comes to the clinic complaining of symptoms of a sexually transmitted disease (STD). He receives antibiotics, and you give him information about safe sex and preventing STDs. Two months later, he returns to the clinic with similar symptoms. It is clear that Jack has not followed instructions and has no intention of doing so. He tells you he is a regular jock and just cannot get used to the idea of condoms. He says he cannot tell you the names of his partners—there are just too many of them. What are your ethical responsibilities as his nurse in caring for Jack? What are the implications of your potential decisions?

Discussion Questions